Discuss the marketing environment for an event such as Tough Mudder. In particular, look at the changing environment and the changes that may have led to the popularity of an event such as this. What changes may occur in the next five years? What are the

BUS827 – S2 2015 Individual Wk 7 Case Study (30%)
We have laid the foundations for a theoretical model to describe the marketing process and
entrepreneurial activity. This case study will provide you with an opportunity to apply these
theories within a practical marketing situation.
PART A: SITUATION ANALYSIS (15%)
The External Environment (Macro/Micro)
Discuss the marketing environment for an event such as Tough Mudder. In particular, look at the
changing environment and the changes that may have led to the popularity of an event such as
this. What changes may occur in the next five years? What are the main opportunities and threats
for an event such as this? Please complete a SWOT (Use the research literature in the area of the
environment to justify your response). Use Michael Porters 5x Forces as a basis for this task.
Market Segmentation and Consumer Behavior
Building on the work that you have done in the previous section develop a segmentation analysis
for the Tough Mudder events. Look at the profile of the people who are participating in the event
and look at the people who may participate in the event in the future. Discuss the positioning of
the Tough Mudder event in the Australian market.
Choose one aspect of consumer behavior from the list below. Discuss how a competitor
organization may use an understanding of the effect of this consumer behavior aspect on
consumer decision-making. Discuss how the competitor organization could develop a product
with greater appeal to the new target markets developed in Part B, or encourage greater
participation in the event. For example,